Éric Vallat has reportedly been removed from his duties as CEO of Lacoste, according to FashionUnited France. The brand's corporate website now shows Thierry Guibert as CEO, who thus resumes general management.
Thierry Guibert is also CEO of Maus Frères, the Swiss group that owns Lacoste. A spokesperson for the brand confirmed the dismissal to Reuters, specifying that Guibert would return to the position of CEO.
Éric Vallat had taken up his role at Lacoste in September of last year, having been appointed CEO in June 2025. His previous career, at LVMH, Richemont and Rémy Cointreau, was meant to serve the brand's ambition. Before Lacoste, he headed the upmarket spirits group Rémy Cointreau; prior to that, he had spent a year at Richemont as Head of the Fashion & Accessories Maisons and a member of the group's executive committee.
Vallat had been tasked with carrying forward Lacoste's « premiumisation » strategy, moving the brand upmarket and reducing the share of low-margin wholesale. It was under his leadership, in June, that the second Novak Djokovic GOAT capsule was launched, made up of 11 pieces and replacing the crocodile logo with a goat; its gold-emblem polo shirt, limited to 100 units, was sold exclusively at the Regent Street store.
Lacoste confirmed this change of leadership to Reuters without explaining the reason. According to Reuters, Vallat's departure is not said to be linked to the company's performance. His sudden ouster, even as results are not in question, suggests internal disagreements between the executive and the main shareholder.
Despite this departure, Lacoste states that it is continuing its strategic roadmap, relying on solid fundamentals.
